Why your eCommerce ads don't work, here’s what to do…
Introduction
Your ecommerce ads don't work because you're targeting the wrong audience. Your ecommerce ads don't work because you're targeting people that have already purchased your product. Your ecommerce ads don't work because they didn't use of a compelling offer. Your ecommerce ads don't work because they are too generic or boring. These are all problems that can be fixed in one way or another, but they will take some effort on your part to set up properly and implement correctly. We understand how difficult it can be to make your ecommerce ads more effective when they aren't generating any leads at all, but we've compiled some best practices here as well as a checklist of things that might trip you up along the way so that you know what steps need to be taken for success:
Your ecommerce ads don't work because the copy doesn't match what the user was searching for.
To ensure your ads are relevant to the user’s search, use a keyword matching tool. This will help you determine if the keywords in your ad are related to what users are searching for. If a user searches “paleo cookies” but you only have an ad containing the term “cookies,” you may be missing out on potential customers.
You can also use a keyword suggestion tool to help determine which words people might be using when they search for something similar to what you offer. For example, if someone has recently searched "gluten free bread," there is a good chance that person will also search "gluten free bread recipe." Using this information could increase your chances of being seen by people who actually want what you're selling!
If neither of these options works for you, try using an actual keyword research tool like Google Keyword Planner or Ubersuggest which will allow you access all sorts of data about specific keywords and phrases - making it easier than ever before decide which words would make sense before spending money buying them!
Your ecommerce ads don't work because there are too many shiny product features and not enough benefits.
You know that a product has benefits and features, right?
A benefit is what the user wants. A feature is what the product can do. For example, if you're selling an electric toothbrush, its benefit might be "helps you keep your teeth clean." Its features might include: rotates at up to 40,000 RPM; includes two brush heads; uses sonic technology to reach deep between teeth and along gum line.
When writing copy for your ecommerce ads, focus on the benefits of using your product—not how it works or how many bells and whistles it has (though those are important too). The less text you write in each ad, the better chance you have of getting someone's attention long enough to make them want more information about what you're offering. Make sure that whatever text you do use sounds conversational rather than overly formal or salesy-sounding.
Your ecommerce ads don't work because they didn't use of a compelling offer.
Offer a discount.
Offer free shipping.
Give them a free gift when they purchase the product.
Let them try it before they buy it with a free trial version of your product or service, so that way customers get to see if this is something that will work for their needs before spending any money.
Offer a consultation at no charge in exchange for feedback on whether or not you can help solve their problem or need--this could lead to additional sales down the line as well!
Your ecommerce ads don't work because they are too generic or boring.
Your ecommerce ads don’t work because they are too generic or boring.
You need to make sure your ads are personalized to the user’s search and use a compelling offer that motivates them to click on it.
You also want to include a call-to-action so that they can easily complete their purchase as well as a compelling headline, which will hopefully entice them into clicking on your ad in the first place!
Finally, you should definitely incorporate some kind of customer testimonial into your ad copy — this will help build trust with potential customers who may otherwise be hesitant about making a purchase from an unknown brand or company via an online marketplace such as Facebook Ads Manager.
Your ecommerce ads don't work because you're targeting the wrong audience.
Targeting the wrong audience. This is a mistake that many companies make when they first start using ecommerce ads, and it's one that can be easily avoided by making sure you're focused on what your customers want (and not just what they buy).
Over-targeting. If you don't have enough data to target an audience accurately, your ad spends will quickly skyrocket without producing any results or ROI. You'll end up spending a lot of money without seeing much return on investment at all; as a result, your budget may become too small for you to reach new customers effectively in the future.
Poor targeting signals. A lack of rich customer information means that it's hard for advertisers to understand who exactly their potential customers are—which means less relevant ads and lower conversion rates!
Your ecommerce ads don't work because you're targeting people that have already purchased your product.
You've already spent a lot of time and money on ecommerce ads, and you've been targeting people that have purchased your product. That makes sense: these are the people who have already shown some interest in your business.
But let's think about this for a second. If someone has already bought from you, it means they've already proven that they're interested in what you're offering and willing to spend money on it--so why would we want to keep advertising to them? We should be focusing on creating new customers instead of trying to get back customers who didn't buy something immediately last time around (which also doesn't happen very often).
So how do we go about doing this properly? Well, one thing we can do is start targeting people who don't yet know about us or haven't made any purchases yet but fit our ideal customer profile (or criteria) with an ad campaign that educates them about what we offer while letting them know they'll receive great discounts if they purchase now rather than later.
Your ecommerce ads don't work because you're targeting everyone who visited your site in the last 30 days but didn't buy anything.
Your ecommerce ads don't work because you're targeting everyone who visited your site in the last 30 days but didn't buy anything.
Or, better yet, how about this one: You're targeting people who have visited your site but not purchased.
Do you see where I'm going with this?
Your ecommerce ads don't work because you're not using remarketing lists for search ads (RLSAs).
What is an RLSAs?
An RLSAs is a list of people who have already visited your website. You can create and target them in the AdWords interface, which makes it easy to reach people who have already shown interest in your brand. How does an RLSA work? When someone visits your site and then returns to Google Search with their browser, Google will serve them an ad based on the content they’ve seen before as well as other factors like keywords, location, time of day or device type (desktop vs mobile). Why should you use remarketing lists for search ads (RLSAs)?
Use these steps to make your ecommerce ads more effective
Target the right people with the right message:
Offer compelling deals and relevant products to your ideal buyer.
Write compelling ad copy that speaks directly to your audience, using headings, bullet points, and emotive language.
Include a call-to-action (CTA) button that drives users directly to your site for more information or to buy immediately.
Use retargeting ads to bring visitors back who have visited your site before but didn't convert into customers. This is often referred to as remarketing since it uses cookies from previous sessions on your site.
Conclusion
Hopefully, you’ve learned something new about how to make your ecommerce ads more effective. We would love to hear from you in the comments section below!
